Shared Response is a powerful, imbedded and universal human motivator. It’s defined as the feeling you have when you give someone something and the compulsion they have to respond (often to mitigate the guilt of not responding immediately in kind).
This universal law of reciprocity compels us to respond when we’re given a recommendation, referral, gift, etc. Even the simple gesture of holding a door for someone triggers an immediate need to thank the person, and to respond in kind. Sending a client a quick email with a link they’ll benefit from triggers a similar behavior. Roughly translated, the more you “give” of yourself, the more the client is compelled to remain loyal and trusting. A typical response is: doing more business with you.
Imagine the outcomes when you give your client or prospect something of tangible value. Even the simplest promotional product will trigger a deeper emotional commitment to you. Independent ASI studies conclude that 68% of recipients remember the person and company they received a promotional product from and 42% return to buy. Those numbers grow exponentially when you give a more valuable gift for doing business with them.
Virtually every business (and individuals connected to the business) benefits from promotional giveaways, executive gifts and thank you gifts, especially businesses with longer sales cycles including insurance, real estate and contracting.